UNVEILING THE CONSUMER’S WORLD

Sensitive topics are often the most challenging for brands to research and gain insight into. The fact that they’re less often talked about makes it difficult to understand and all the more important to research. But how can brands gain access to these sensitive subjects in order to better understand them? First and foremost, participants need to be made to feel comfortable letting them in. One possible way to build this comfort is to allow participants participate in the conversation from the comfort of their own homes, as opposed to the unfamiliar environment of the research facility. Read more to learn how one personal care brand studied a sensitive subject, while still enabling their team to participate in and observe the sessions.